FACEBOOK, LINKEDIN, TWITTER,ONLINE COMMUNITY, ETC.

Increasing Membership with New Media

Introductions

Sherry Budziak, President, .orgSource

Stuart Meyer, Marketing, Membership, and Communications Officer, Emergency Nurses Association

George Dearing, Senior Corporate Evangelist, Telligent

Amith Nagarajan, Chairman and Chief Executive Officer, Aptify Corporation

Word of Mouth Marketing

Social Media and NetworkingPowerful tools + Easy to use =

Everyone can create content

How Do We Use New Media to Market Membership

By Building Trust and Community Organizations can no longer dictate their brands Credibility and trustworthiness is crucial We must harness our members as brand defenders

and brand champions Trust overcomes fear of risk at the end of the

purchase cycle

Word of mouth marketing

So how do you build trust? Meet your members online, and engage

Show up where they search Facebook Twitter Twine LinkedIn Blogs YouTube Flickr Wikipedia

Monitor (listen) everything being said about you, engage when you can help

Build tools and materials for your brand defenders

Get connected everywhere…

EMERGENCY NURSES ASSOCIATION

Case Study

ENA PROFILE • 36,780 Members

• 50 State ENA Councils

• 200+ Local ENA Chapters

• Work Environment

Building Blocks for Increasing Membership Through Social Media and Networking

Experimentation

• Bottom-up grassroots focus

• Outreach and engagement

• Indirect relational membership marketing mentality

Activist audiences that are already engaged

• Components

• Interest groups

• Functional segments & volunteers

ENA Membership Growth September 2008 - February 2009

35,000

35,500

36,000

36,500

37,000

Sep-08 Oct-08 Nov-08 Dec-08 Jan-09 Feb-09

In Search o the

O ficial ENA Facebook Group

GEORGE DEARINGTELLIGENT

Case Study

Quick Snapshot // NBCF

We provide funding for RESEARCH to find the cure for breast cancer

We increase awareness through EDUCATION

We provide MAMMOGRAMS for those in need

“NBCF accomplishes its mission through initiatives such as the National Mammography Program (NMP), Beyond the Shock educational video, MyNBCF online community, and the Early Detection Plan.”

Developing A Strategy

What Are The Tools To Tell Our Story?

Where do we need to be?

When we get there, what do we do?

When we figure out what to do, how do we engage?

How do we manage all of our digital properties?

How do we measure it?

How Do We Find Our Influencers?

Developing The Digital Footprint

Image Credit //

NBCF’s new media strategy started with a social media audit. Usual suspects ensued –MySpace,Facebook,Twitter

Recognized website as #1 marketing vehicle to further the cause. But how to evolve its reach?

After Digital Footprint, NBCF needed to manage communication and digital media – executed its community strategy next

Facebook // Marketing & Communications

Facebook For Brand Awareness

Users Can Connect At The “Cause” Level

Facebook platform for brand communication and messaging

Helps refine “Influencer Model”

Twitter / Microblogging

Twitter is a communications outlet for conversations and brand communication

Provides “lubricant” for NBCF’s web content – PR, community links and other targeted content

Functions as backchannel for NBCF for partner and employee communication

Social Networking / Twitter

NBCF uses social networking directories to raise awareness, find influencers, and recruit partners

Provides SEO and SEM lift for NBCF’s web content

Content Aggregation Via Alltop

NBCF uses Alltop’s content aggregation model to raise brand awareness and garner thought leadership

Easy way to bolster SEO / SEM results as content is optimized and indexed daily

Alltop provides “discovery” opportunities within am industry. Who are the trend makers & who can NBCF partner with for content distribution?

Using Community To Connect, Collaborate, & Communicate

Early community presence trusted a 3rd-party to engage with community members

Sought a social networking platform to create deeper relationships, facilitate conversations and encourage feedback.

Needed an integrated platform that allowed NBCF to use Web 2.0 apps like blogs, wikis, forums and groups

Analytics allow NBCF to respond in real-time to users and industry trends

Integration w/CRM and other marketing automation capabilities provides holistic view of the customer

Communities Of Interest // Groups

“Groups” rollout provides users with sub-communities or “communities of interest

Provides collaboration capabilities inside and outside the firewall

NBCF can administer groups or delegate to sponsors or community members..cuts down on technical requirements & maintenance

Groups can have certain apps turned on or off ( i.e – a group might start by provisioning a blog and wiki with no need for a forum)

Value Drives Usage And Loyalty

Onramp application that drives usage and adoption

Users get reminders on their terms -text, Facebook, email,calendar,RSS

“The Reporting Aspect For Us Was Huge”

How many new users are signing up?

Where conversations are happening?

Are conversations positive or negative?

Data is parsed by department and used for different workflows

Community Strategy Drove Results

a 13% increase in online donations $$

and a 28% increase in MyNBCF Community sign ups

500 New Members in less than 2 weeks post launch

The Future //Mobile, Mashups, Micro-communities

Viddler for Video Distribution Flickr API WordPress API for Journaling LBS – location-based services iPhone app Mobile Community Google Map APIs (mashups) Plus 3 Network (niche

community)

Case Study

AMITH NAGARAJANCHIEF EXECUTIVE OFFICER

APTIFY

Social Network Overview

– Social Networks enable groups of like-minded individuals to congregate and share knowledge…sound familiar?

– Social Networks enable groups of like-minded individuals to congregate and share knowledge…sound familiar?

– Integration is where the real value comes from, and is highly dependent on the AMS

– Integration is where the real value comes from, and is highly dependent on the AMS

– The AMS must seamlessly transfer relationship and interest information in and out of the database

– The AMS must seamlessly transfer relationship and interest information in and out of the database

A Social Network is good for members. A Social Network tied to an AMS is great for members!

A Social Network is good for members. A Social Network tied to an AMS is great for members!

Social Network Approaches

Integrating Social Media with an AMS

- Access to new sources of relevant information - Access to new sources of relevant information

Member Benefits Member Benefits

- Ability to form/create communities or groups based on interests, hobbies, etc.

- Ability to form/create communities or groups based on interests, hobbies, etc.

- Enables seamless networking - Enables seamless networking

- Ability to stay in touch (through career changes and/or life changing moments)

- Ability to stay in touch (through career changes and/or life changing moments)

Integrating Social Media with an AMS

- Extend the value of your organizations brand - Extend the value of your organizations brand

AssociationsAssociations

- Embrace new technologies (both from an individual and association perspective)

- Embrace new technologies (both from an individual and association perspective)

- Leverage information to improve business practices/processes

- Leverage information to improve business practices/processes

- Reach a diverse segment of the population • Professional Communities/Groups • Fans/Friends • Professional Interests/Hobbies • Take sub-service strategies to the next level!

– Free your staff for other important work

- Reach a diverse segment of the population • Professional Communities/Groups • Fans/Friends • Professional Interests/Hobbies • Take sub-service strategies to the next level!

– Free your staff for other important work

Integrating Social Media with an AMS

- Incorporate viral marketing and member referral campaigns Fundraising, membership campaigns, grass-

roots, and events

- Incorporate viral marketing and member referral campaigns Fundraising, membership campaigns, grass-

roots, and events

ExamplesExamples

- Use as a recruitment tool- Use as a recruitment tool

- Use as a marketing tool- Use as a marketing tool

- Manage a member’s change in employers

- Manage a member’s change in employers- Advance social causes- Advance social causes

Pitfalls/Concerns

A few things to watch out for…A few things to watch out for…

– Security Issues– Security Issues

– Branding/marketing concerns– Branding/marketing concerns

– Availability of resources– Availability of resources

– Advanced planning (think about strategy upfront)

– Advanced planning (think about strategy upfront)

– User adoption– User adoption

– Metrics– Metrics

Conclusion

Conclusion

Be TransparentBe AccurateBe RespectfulBe ConnectedMonitor CommentsBe a Valued MemberThink Before You PostMaintain ConfidentialityBe Aware of LiabilityProtect Your Identity and the

Organization’s Brand